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Now that Marvel has once again decided to revitalize its comic icon The Incredible Hulk with a new TV series, the company is bulking up to protect its famous trademark.
In Marvel’s line of sight is an Ohio-based power tool manufacturer, Airbase Industries, that’s introducing a new line of industrial and home equipment including wrenches, title saws, drills, sanders, lawn mowers, chainsaws, power sandblasters, etc. under a “Hulk” brand. The company’s marketing tagline for these tools is “Unleash the Power.”
A subsidiary of Airbase Industries registered the Hulk mark last year. The company can be forgiven for believing there wouldn’t be a problem. Throughout the years, other companies have registered “Hulk” with the US Patent & Trademark Office, including a security company that sells “Hulk” locks and a supplier of “Hulk” detergent dispensers for use with industrial degreasers, not to mention a certain famous professional wrestler and reality television star. Last October, a PTO examiner found no conflicting marks that would deprive Airbase from enjoying “Hulk” power tools.The decision threw Marvel into a rage.
The super-hero factory is particularly upset with how Airbase is dressing up its “Hulk” brand in marketing literature. Here are some examples of some of Airbase’s logo designs: